New Balance and the hard-working citizens of Skowhegan, Maine, came together to show the world that the words American-made and handmade still mean something in a technology-centric, global economy.

The Engagement

New Balance wanted to tell the world that a concept thought extinct - making an actual product on American soil – was alive and well in Skowhegan, Maine. A documentary short about American values and good corporate citizenry deepened the relationship with New Balance fans by taking them beyond the training tips and new product releases of the traditional performance brand online experience.